Remember when Carlsberg unwittingly established themselves as a brand for 30-somethings with their “Welcome to your Carlsberg years” campaign? The idea was to paint Carlsberg as a beer for discerning consumers whose tastes had evolved and were looking for something that meshed with their mature sensibilities. "It's basically people who have graduated from mainstream beers and they're looking for something a little bit different," said Gino Cantalini, director of marketing for Carlsberg explained back in the advertisement’s heyday. But what the often co-opted slogan did was anoint the pale Danish lager as beer you graduate too when you hit your mid-thirties and Ecco Golf seems to be heading in that direction too only aiming a decade higher in the sweet spot of the golfer demo.

Catching Fire: A Shoe Story Freddie Couples wore Ecco Streets at the 2010 Shell Houston Open, the week preceding that year’s Masters. Duffers took note immediately and Day 1 at Augusta National even sneakerheads’ were gawking at the novel kicks the smooth swinging veteran had on. The style splash may have been golf’s equivalent of the first appearance of Air Jordans. This cool casual sneaker had viewers rubbernecking to catch a glimpse. Once they did, they noticed that in lieu of spikes, little nubs on the bottom provided Freddie traction. The Streets are hybrids: they can be worn just as comfortably on a fairway as on a stroll around the neighborhood. Couples shot a leaderboard topping 66 that first round garnering the category-spawning Ecco Streets legions of early adopters. In the aftermath of the Masters they could barely keep up with demand and Ecco has been expandeing the line every season adding an array of new colours and styles. The current line of Ecco’s includes the Street EVO One, BIOM Hybrid and luxurious Tour Hybrid models Today Ecco signed four-time Major winner, “The Big Easy” himself Ernie Els to an endorsement deal. He’s pictured in the ECCO Street EVO One which are a dope pair of kicks.